Marta Iceta Barberá

DESAFÍOS Y OPORTUNIDADES EN LA GESTIÓN DE INTANGIBLES
Según Ángel Alloza, CEO de Corporate Excellence, la revolución de los intangibles llega en los años 90, cuando los conceptos de diferenciación y legitimidad, pasan de ser tangibles a intangibles. La intangibilidad recoge todos los valores asociados a una marca que no se pueden medir ni percib…[Leer más]

Thanks to the new technologies and its algorithms, the audience is much more segmented than before. It used to be mass communication, now marketing goes straight to you, based on the things you like, your gender, your age…etc. What we call the transition from Marketing 360o to Marketing 6o. This is because it does no longer cover the whole…[Leer más]

Thanks to the new technologies and its algorithms, the audience is much more segmented than before. It used to be mass communication, now marketing goes straight to you, based on the things you like, your gender, your age…etc. What we call the transition from Marketing 360o to Marketing 6o. This is because it does no longer cover the whole…[Leer más]

The evolution of technologies has changed the consumer behavior. We’ve seen and evolution from outbound marketing, which is the understanding communication through interruptions techniques to an inbound marketing, understanding communication by attracting consumers.

Nowadays, marketing is about attracting consumers through messages that d…[Leer más]

What we understand as 360º Marketing is a global strategy that includes every type of practice to improve one’s business position. This marketing includes all types of tools for communicating with customers, as can be: radio, press, mails, SEO, social networks and even commercial visits. On the other hand, 6º Marketing is the one that only con…[Leer más]

In Janior Lanier´s work we can see how the World Wide Web actually had its intention in the progress of society. He makes me ponder about the possibility of recovering that primary motivation focused in humanity and common good. According to the author, the way technology is used and consumed depends hugely in the way it is presented in society…[Leer más]

Who could imagine in 1987 that a few decades later everybody would be connected by an invisible network regardless of distance? Although the majority would be favorably surprised, some critics were right in coming up with the danger that these new technologies could cause.

What initially began as an achievement for humanity turned out to be a…[Leer más]

‘Missing Persons’ is the title for this book by Jaron Lanier; writer and computer scientist. After an introduction about the creation and early years of the Internet, he explains how it has been evolving. Lanier later prises Technology and what we, humans, have achieved to develop. However, he soon turns negative and calls out the misuse we hav…[Leer más]